Castleton is one of the longest-established signage companies in the UK, with a reputation for quality, craft and service. It is at the leading edge in terms of design specification, technology and materials and works for major national clients and brands.
In order to build on their success and reputation in the traditional commercial sector, Castleton now wanted to target more lucrative specialist design and architectural practices. We were asked to review the identity and branding system to better reflect the quality, knowledge, and range of services offered by the company, and in a manner that would appeal to the more discerning design clients.
The maxim of ‘evolution not revolution’ was kept in mind in developing the identity. The client was taken through the process of incrementally evolving the logo, as type, shape and colour were refined.
The final version of the logo kept this typographic evolution in mind, as well as adding a ‘C’ icon reminiscent of large neon lettering, that could be used with the name or on its own as a graphic device.
The typographic theme continued into the visual identity. If all signage contains lettering, then typography is fundamental to signage. It was felt that this theme would appeal to the design and architectural clients they wished to target. A complete alphabet from A-to-Z was created using letters from twenty-four of Castleton’s existing clients.
This alphabet was then used to create a collage pattern that was applied across Castleton’s marketing materials.
Closely cropping in on the lettering brought consistency to the photography of Castleton’s work and helped tie it in to the overall visual theme.
The brochure also made use of the self-binding system first developed for Tuke Manton. The client is able to insert their choice of pre-printed A4 case studies and finish the document in a seamless fashion, allowing them to produce specifically targeted documents for their recipients.
The typographic theme was continued in a range of promotional mailers, demonstrating Castleton’s knowledge and expereince. Each mailer focused on typefaces with a link to signage; such as Johnston used on the London Underground, and Motorway and Transport, the typefaces of UK road signage.